Ethos
Branding & Retail

Ethos is a hot yoga studio which was founded by a dancer and a professional cyclist, who just so happen to also be Cambridge scholars,

Based in Cambridge, Ethos were planning their launch into the London market.

Aware that London is a far more competitive and saturated market, we were tasked with developing a strong brand identity that would stand out and facilitate a brilliant launch.

Follow our journey See the end result

Strategy

“WE ARE INSATIABLY CURIOUS AND NEVER STOP ASKING QUESTIONS. WE TAKE A STRATEGIC APPROACH.”

Michael Sheridan - Chairman and Founder

Discovery

Through the competitive analysis, we found the background story of science and diagnostics to be intrinsically different, interesting and in line with wider humanistic trends that we had been exploring around self-betterment and education.

Direction

“Communicate science, intellect, physicality and development. The ethos is never ending”

Wanting to focus on science but not wanting to feel clinical, we looked backwards through history and found the time of Alchemy fascinating.

The book “The Mystery and Romance of Alchemy and Pharmacy” written by C J S Thompson in 1887 showed a series of intriguing symbols, indicative of the key elements of alchemy such as fire, purification and gold.

Design

“IF YOU WANT TO MAKE YOUR CONSUMER FEEL SOMETHING, YOU HAVE TO KNOW HOW TO TRANSLATE BRAND TO IDENTITY.”

Michael Sheridan - Chairman and Founder

Brand Identity

Picking out those that felt relevant to Ethos, such as fire for hot yoga, we devised a five-symbol set that formed the basis of the logo design.

Modernising the original logos with a contemporary graphic feel, when placed with the bold and energetic ‘Ethos’, the logo felt tribal, powerful and iconic.

Creative concepts

Concept 1

Concept 2

Concept 3

Concept refinement

The final concept

Concept Management

The logo was applied to a series of branding and marketing collateral, and we then explored the application of the logo and the symbols throughout the studio space.

Water on the shower doors, Fire on the hot yoga studio, the language used to form the brand then became key in navigating and understanding the space and brand in real terms.

Test

Marketing

Juice

Sweat

Vinyl

Deliver

“METICULOUS EXECUTION THROUGH CAREFUL PLANNING UNDERPINS OUR STANDARDS OF DELIVERY, EVERY TIME.”

MICHAEL SHERIDAN - CHAIRMAN AND FOUNDER

Manufacture

The Ethos printed expression is seen on organic paper textures and brown grainy kraft paper. Logos are applied embossed or stamped for a handmade feel. A light gold leaf foil is used as an accent across packaging and branding.

The branded vinyl wraps have be designed to create impact and a buzz around the brand. The iconic Ethos emblems are seen in large scale across the black vinyls mixed with black and white photography. Vinyls can be seen from a long distance to draw people to the site and create excitement for the launch of the studio.